Diesel

Italy Italy
The "Diesel" fashion brand is one of the world's largest, most popular, and best-selling companies in the clothing industry. The brand originated from the jeans company "Moltex".... Read more
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Interesting Facts

The "Diesel" fashion brand is one of the world's largest, most popular, and best-selling companies in the clothing industry. The brand originated from the jeans company "Moltex". Italian fashion designer Renzo Rosso acquired a large stake in "Moltex" in 1978 and a year later named the brand "Diesel" because it was a "globally known and strong term". Rosso simultaneously introduced his first independent denim collection, which initially consisted only of men's jeans.

Rosso was able to buy out the remaining owners of "Moltex" in 1985 since the company peaked. Four years later, the range expanded to include women's jeans, which gained utmost popularity.

Finally, Diesel became a global player thanks to the 1980s and 1990s: individuality, enthusiasm, and determination.

The success of "Diesel" is mainly based on the different shapes and cuts of the individual models. Among the most famous models are the "Saddle" (1988) and the "55DSL" (1994). The brand was also able to break new ground several times with sensational PR campaigns.

In 1996, Diesel opened its first stores in London, Rome, and New York, followed by the online business in 1997. Since then, the brand expanded significantly, and now sells not only denim jeans, but also eyewear, watches, fragrances, and children's toys in over 80 countries.
Research and text by ParfumoParfumo